The move will help Virgin Atlantic launch its three new economy fare options, which cater for the growing desire for travellers to unbundle each component of the fare. With the implementation, Sabre-connected travel agents can now easily view, compare and sell Virgin Atlantic Economy Light, Economy Classic and Economy Delight fares – offering their customers more choice and better value.

“Virgin Atlantic is an important carrier with a clear strategy to link many popular European destinations with those in North America,” said Alessandro Ciancimino, vice president EMEA, supplier commerce, at Sabre. “Therefore, offering a superior level of choice and transparency is a crucial tactic to help it improve passenger experience and appeal to a wider range of customers. The airline’s new branded economy fares offer greater choice and control for passengers over the types of tickets they choose to buy. Sabre is committed to helping the airline find new ways to market these products and make them available through any booking channel.”

Virgin Atlantic is one of the UK’s largest airlines, carrying almost six million passengers per year to more than 30 destinations. Travel agents using Sabre can now offer clients more informed choices on the airline’s vast network of fares, while also driving upsell opportunities based on enhanced visibility to specific brand offerings.

Sabre’s travel marketplace plays an important role in facilitating the marketing and sale of airfares, hotel rooms, rental cars, rail tickets and other types of travel, to more than 425,000 travel agents and thousands of corporations who use it to shop, book and manage travel. It is one of the world’s largest marketplaces, processing more than $120 billion in annual travel spend.